Customer engagement is vital in creating great customer experience that builds loyalty and long-term relationships with the firms. This paper provides the integrative framework of customer engagement with the 7P’s of marketing. The present study provides insights on various factors that are...

Chapter 1: Introducing Online Brand Communities -- Chapter 2: Participation and customer involvement -- Chapter 3: Online brand communities and loyalty intentions -- Chapter 4: Consumer engagement -- Chapter 5: Social identity and online brand communities -- Chapter 6: Brand and customer loyalty...

Part 1: Advancement of Interactive Marketing: An Overview -- Chapter 1: Evolution of Research in Interactive Marketing: A Bibliometric and Thematic Review -- Chapter 2: From Direct Marketing Towards Interactive Marketing: The Evolving Interactive Marketing Tools -- Chapter 3: Bridging the Theory...

User generated branding (UGB) as a field of study -- Theoretical basis for the development of a UGB reference framework -- Specification of UGB -- Development of the explanatory UGB model -- Empiric model validation and hypothesis testing -- Summary, critical consideration and outlook

Social media brand communities (SMBCs) have been heralded for their co‐creative, participatory potential whereby consumers actively contribute to the proliferation of meaningful brand avenues in a virtuously circular relationship with brands. Elevated loyalty and enhanced brand equity have...